BEAMS PLUS Pushes Eclectic Prep For SS25 Campaign
Era-agnostic styling combines traditional menswear with quilt patterns, botanical prints, patchwork, camouflage and more.
In its SS25 campaign, BEAMS PLUS puts an eclectic filter on classic prep fashion, offering a playful yet refined wardrobe destined for Summertime getaways.
This season the Japanese label continues to offer its tried and true styles: denim-toned chambray shirting, patchwork outerwear, casual suiting, and pleated trousers. Much like the intergenerational and coed casting of the campaign, the collection proposes a balanced mixture of vintage with contemporary silhouettes and bold patterns with utilitarian workwear details.
The era-agnostic approach to the collection draws from a wide palette of influences expressed in the diverse textiles. Throughout the collection micro-florals and tropical prints appear alongside, stripes, Summery checks and other travel-inspired motifs.
In one look, a pink camp shirt with cargo waist pockets pairs with an antique quilt print appearing on shorts and a matching bucket hat. Elsewhere a brown shirt and shorts set covered in an enlarged check is paired with a blue shirt, printed all-over with multi-directional stripes. The already pattern-decked look is completed with a floral printed cap and brown leather loafers.
Another look leans more streetwear-influenced with crinkled blue and burgundy track pants, which are unexpectedly styled with a yellow checked shirt. The campaign also showcases evergreen looks that can be worn across seasons, including one comprising a tan cargo jacket over a checked shirt with dark brown transformable fishing pants and a camouflage bucket hat.
See the full collection in the gallery above and shop the new items at the BEAMS web store, physical locations and select retailers.
